The phenomenon of buying and selling secondhand clothes, often called thrifting, has recently been in great demand among young Indonesians. The emergence of this phenomenon was due to increased environmental awareness in society about sustainability. The purchasing decision of a consumer when buying secondhand clothes is, of course, influenced by various factors. This study discusses the influence of the variable factors of education, income, lifestyle, price, and social media ownership on the decision to purchase thrifting products in Generation Z of Surakarta City in 2023. This research uses a descriptive quantitative method. Furthermore, the data obtained was analyzed using logistic regression. The results of this study indicate that the variables of education, lifestyle, price, and ownership of social media have a significant positive effect on the decision to purchase thrifted products. Meanwhile, the income variable has a significant negative effect on the decision to purchase thrifting products among Generation Z in Surakarta City. Furthermore, simultaneously, the variables of education, income, lifestyle, price, and ownership of social media have a significant effect on the decision to purchase used clothing or thrifted products. The McFadden R-squared value is 0.4927, meaning that 49% of the purchasing decisions of Generation Z respondents in Surakarta City are influenced by variables in the study and 51% are influenced by other variables.
